Taking the longterm investment approach to global brand building, China’s first expo on culture, media and creative industries. A clear indication, imho, that they’ve understood that much of the success that global brands like Nike, Apple, Coca Cola et al enjoy is based on the exports of pop culture, Hollywood, the ‘American Dream’ etc around the world.

The main problem for Chinese companies wanting to produce global
creative brands, according to Liu Binjie, Deputy Director of GAPP, is
"you need to spend money if you want to create a global brand."

China
has decided to export Chinese national cultural products, to the global
market, Liu said. If China’s cultural industry wants to create global
brands and internationally-famous names, a brand industry is needed,
Liu said. He sees China currently as a manufacturer with no brands, and
it will be impossible for China to emulate Hollywood, Harry Potter, or
Intel without a brand industry.

To create a (global) cultural
brand there needs to be a transfer of Chinese characteristics abroad,
but China’s cultural product industry is not ready yet, Liu said.

Hammering home his point, Liu said, "Cultural trade needs brands."

China
needs to deal with internal problems before it can create a Hollywood,
companies need an understanding of (global) marketing and branding to
enter global markets.

Strategically, what’s really interesting to note is that they’re not focusing on the markets you’d think they would, the US, Europe or Japan. Instead they’re looking at Russia, Eastern Europe and Africa.